>Explicitly, the FTC aims to ban "businesses from writing or selling consumer reviews or testimonials by someone who does not exist, who did not have experience with the product or service, or who misrepresented their experiences." Similarly, companies won't be allowed to obtain or disseminate reviews and testimonials that they "knew or should have known that they were fake or false."
The part about should have known is going to become an open ended debate over if e.g. Amazon should have known or not.